Why You Hate Google's New Logo

 Whenever a brand wants to freshen itself up, you start hearing talk about “clean lines,” as if a few gorgeous, old-fashioned letters were keeping us in the Dark Ages. Google’s new logo, announced and unveiled this week, is the latest victim. Its old logo’s typeface—reminiscent of literature, newspapers, printing—had a reassuring hint of history, paying its respects to what it had come to improve upon and replace. The letters’ literary old serifs were subtly authoritative: the sturdy, handsome “G,” the stately, appealing little “oo,” the typewriterish, lovable “g,” the elegant “l,” the thoughtful “e.”